BG248 was 20 year-old Norman Orr's first poster for Bill Graham. Orr's early lettering style reflected the influence of his artistic hero, Rick Griffin, but the artwork was strictly his own talent. Santana was one of Orr's favorite performers, and the artist considered it a good omen that his first poster assignment was for one of his favorite groups.

Barely out of high school when the psychedelic scene rocked San Francisco, Orr aspired to become a Fillmore poster artist. Hired in 1970 by Bill Graham's art director, Pat Hanks, many of his first posters featured detailed lettering on rich colorways and reflected the influence of artists Kelly, Mouse and Griffin. Orr's style evolved to include designs featuring female nudes and photographs combined with complex lettering and backgrounds. His posters are compelling artwork, a mixture of pure public relations and religious or political themes done in jewel-like tones.